Most of Junita Flowers’ memories from growing up in a big family revolve around baking with her grandmother. As an adult, baking became part of who she is. Holding onto recipes and memories of cookies and chocolate cake brought solace during a “toxic” marriage that lasted a dozen years.
“When I was married, my own sort of emotional escape was going back to what I did in my childhood, which was baking cookies,” she said. “It was the only thing that felt like it was mine.”
Now she’s bringing that comfort to others. With Junita’s Jar, a cookie company, Flowers wants to get more people talking openly about relationship violence so they can work toward ending it. This year, she launched an event series called Cookies and Conversation, where a panel of experts hosts a discussion aimed at educating people about the issue.
Her cookies – she sells chocolate chip, oatmeal raisin, and peanut butter oatmeal chocolate chip – are an essential part of the conversation because of the way food connects people, she said. “Food has been used as a tool. That’s how we talk.”
Flowers always knew she wanted to start her own business. She started baking and selling cookies at a farmers market about 10 years ago. The venue allowed her to test ideas and make plans. But her marriage often interrupted her efforts. In 2016, after her marriage ended, she committed to making a business plan.
As she prepared to launch her business, she knew she wanted to use it to help people experiencing relationship violence, like she did. She met Jacquie Berglund, founder and CEO of FINNEGAN’S Brew Co., and learned more about what it means to be a social entrepreneur.
At the same time, Berglund was working toward starting the FINNOVATION Lab, which would create a fellowship program for new business owners looking to build “mission-driven enterprises.” Junita’s Jar became one of five businesses in the inaugural cohort. FINNOVATION Lab is looking for its second batch of business owners now.
Because of the fellowship, Flowers was able to spend the last nine months focusing full-time on growing her business. While Cookies and Conversation is organized with the help of volunteers, she has a small team working on cookie sales, production, and manufacturing.
As she prepares for the fellowship to end in June, she feels poised to continue growing the business and its social impact.
As a fellow, Flowers decided to focus on college students because they are increasingly impacted by relationship violence. For her first Cookies and Conversation event, she partnered with Alpha Chi Omega, a sorority at the University of Minnesota that focuses its philanthropic efforts on domestic violence awareness.
Her panel included a survivor of domestic violence, a therapist, and a medical professional. It drew about 120 students, she said. Its success filled her with pride and showed her the effort pays off.
“When you’re building this, it’s hard. Every step of the way, you’re doubting yourself,” Flowers said. “When I got there that evening and got the evaluations, it reminded me that I’m doing exactly what I was created to do. In spite of the hardship, I have to be committed to the end goal.”
